What steps are required in developing an advertising

program?

Guided by: Presented by:Prof. Sameer Mathur Smriti Mishra G.E.C Rewa

What is advertising?

It is a paid form of nonpersonal presentation and promotion of ideas, goods or services by an identified sponsors via media.

Steps to develop an advertising program

5 M’sMission Money

Message Media

Measurement

Mission

• Sales goals• Advertising objectives

Setting the objectives

• Informative • Persuasive• Reminder• Reinforcement

Informative Advertising

Aims to create brand awareness and information of the products.

Persuasive Advertising

Aims to create liking, preference and purchase of the product or service.

Reminder Advertising

Aims to simulate repeat purchase of products and services.

Printed ad in a wall

Reinforcement Advertising

Aims to convince current purchaser that they made the right choice.

Money• Deciding advertisement budgets

Factors affecting advertising budget

• Stage in the product life cycle• Market share and consumer base• Competition and clutter• Advertising frequency• Product substitutability

Message• Message generation, evaluation and selection-decides what the ad attempts to convey about the brands.• Message execution- how to

convey the message through the ads• Social responsibility -to ensure

that the ads does not overstep social and legal norms.

Media

MediaTelevision Print Films

Television Ads

Its the most powerful advertising medium and reaches a broad spectrum of consumers at low cost per exposure.

Print Ads

Magazine and newspaper can provide detailed product information.

Film Ads

Adding the advertisements in the beginning or at the end of the movies

Deciding on media and measuring

effectivenessReach(R)- The number of different person exposed to a particular media.

Frequency(F)- The number of time an average person is exposed to the message.

Impact(I)- The qualitative value of an exposure through a given media.

Exposuretotal number of exposure(E)=R x Fhigher the exposure more the audience will be awared of it.

Alternate Advertising options

• Billboards- hoardings at public places

• Public spaces- placing ads in unconventional places

• Product placements- products and brands placed in different movie scenes.

• Point of purchase

Deciding on media timing and allocation

• Continuity means exposure appear evenly throughout a given period of time.• Concentration calls for advertising in a

single period• Flighting calls for advertising a period

followed by period with no Ads.• Pulsing is continuous advertising at low-

weight levels.

Evaluating Advertising effectiveness

• Communication-effect research-seeks to determine whether an ad is communicating effectively.• Sales -effect research- finding out whether a company is overspending or under spending on advertising

Sales-effect research

Shares of expenditure

Share of voice

Share of mind and heart

Share of market

Created by Smriti Mishra,G.E.C Rewa, during

an internship by Prof. Sameer Mathur,IIM

Lucknowwww.IIMinternship.com